Successful advertising. Crossgenial.
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1 Successful advertising. Crossgenial.
2 DER STANDARD derstandard.at: Our philosophy 2
3 DER STANDARD: Reach and circulation Reach Monday Saturday Saturday Readers (MA 14/15 ~ NRS) National reach (MA 14/15 ~ NRS) Decisionmakers (LAE 2013 ~ BMRS) 401, , % 6.8 % 17.7 % 29.3 % Circulation (ÖAK 2015-I ~ ABC) Ø Monday Saturday Saturday Number of copies printed Number of copies distributed 91, ,788 83, ,747 Number of copies sold 64,370 78,664 Subscriptions 54,894 64,860 Reference: MA 14/15 ~ NRS 3
4 Male Female A-Levels/ High school graduate Higher Education up to ,500 thru 2,549 2,550 thru 3,449 3,450 + ABC1 up to 39 ABC1 up to 49 Early Adopters DER STANDARD: Readership Gender Age Education completed Household income net Social class Consumer habits 60% 56% 50% 40% 44% 36% 44% 40% 30% 20% 10% 8% 19% 16% 17% 15% 16% 10% 27% 13% 19% 24% 28% 19% 0% DER STANDARD Population total Reference: MA 14/15 ~ NRS, readership structure in % 4
5 Readership by age and income Newspaper readers by average age and net household income DER STANDARD Die Presse OÖ Nachrichten Salzburger Nachrichten Population average Österreich (free of charge) Kleine Zeitung Vbg. Nachrichten Tiroler Tageszeitung Kronen Zeitung Heute (free of charge) Reference: MA 14/15 ~ NRS; mean value for Austrian newspapers 5
6 Reach in federal states Across the country: A question of competence. On weekends as well as during the week MA 14/15 ~ NRS LAE 2013 ~ BMRS MA 14/15 ~ NRS (weekend) LAE 2013 ~NRS (weekend) Vienna Upper Austria Lower Austria and Burgenland Vorarlberg Tyrol Salzburg Styria Carinthia Reference: MA 14/15 ~ NRS, LAE 2013 ~ BMRS; reach per federal state in % 6
7 DER STANDARD Die Presse More is more Comparing the reach of DER STANDARD and Die Presse. 5.5% Reach 401, ,000 readers more at 24 % lower rates than Die Presse. 4.0% Reach 291,000 Ø age: 44.3 CPM*: 31.1 Ø age: 51.9 CPM*: 41.3 * Cost per mille Reference: MA 14/15 ~ NRS; rate example: JP 4c, valid October 2015; weekly average 7
8 Overlapping readerships other newspapers Readers who will only read DER STANDARD and those who read other newspapers, as well. DER STANDARD Exclusive readership 63.9 % 63.9 % of DER STANDARD readers do not read either Die Presse, Kurier or Kronen Zeitung. Die Presse 16 % Kronen Zeitung 17.1 % Overlapping readerships: Only 16 % also look into Die Presse % also read Kronen Zeitung and 17.8 % read Kurier. Kronen Zeitung 17.8 % Reference: MA 14/15 ~ NRS 8
9 Overlapping readerships other magazines Readers, who are interested in politics and economics, who will only read DER STANDARD and those who read other business magazines, as well. DER STANDARD Exclusive readership 65.1 % 65.1 % of DER STANDARD readers do not read either Format, Trend, Gewinn, News or Profil. Format 7 % Trend 9.6 % Gewinn 9.7 % News 14.2 % Overlapping readerships: Only 7 % also look into Format, 9.6 % also read Trend, 9.7 % Gewinn, 14.2 % News and 17.8 % read Profil. Profil 19.6 % Reference: MA 14/15 ~ NRS 9
10 Overlapping readerships lifestyle magazines Readers, who are interested in lifestyle topics, who will only read DER STANDARD and those who read other lifestyle magazines, as well. DER STANDARD Exclusive readership 83.9 % 83.9 % of DER STANDARD readers do not read either Diva, Seitenblicke, Wiener, Wienerin or Woman. Diva 1.2 % Seitenblicke 3.9 % Wiener 4.4 % Wienerin 4.5 % Woman 9.2 % Overlapping readerships: Only 1.2 % also look into Diva, 3.9 % also read Seitenblicke, 4.4 % Wiener, 4.5 % Wienerin and 9.2 % read Woman. Reference: MA 14/15 ~ NRS 10
11 Special ad formats in DER STANDARD More creative freedom. More flexibility. More attention. Cover Inside Out RONDO Tip-On RONDO Special RONDO Stencil Vertical STANDARD Different paper color Cover bar Sustainability report The presented ad formats are only a selsction of opportunities. Please, find out more about our special ad formats on derstandard.at/sales. 11
12 About derstandard.at derstandard.at/total Development of reach**** Unique Users* 14+ years, national 1,826,000 per month Unique Users* 14+ years, national 285,000 per day (Mon Fri) Unique Clients** 4,924,000 per month Visits** 23,624,000 per month Page Impressions** 97,834,000 per month Length of stay** 07:50 entire website (min.) Usetime per page** = time, user is exposed to ads 01:55 per page (min.) derstandard.at/mobile Mobile Unique Users* 918,000 per month Mobile Page Impressions*** 43,553,000 per month Mobile Unique Clients*** 3,186,000 per month Desktops / Notebooks (Unique Clients) Mobile Devices (Unique Clients) Reference: * ÖWA Plus 2015-II, ** ÖWA 11/2015, Dachangebot (combined domains), *** internal measurement 11/2015, **** internal measurement (11/ /2015) 12
13 The Austrian online market Extract from the Austrian range of newspapers and magazines. 4,851,000 4,486,000 1,803,000 1,539,000 2,888,000 2,425,000 2,250,000 1,828,000 Unique Clients = different terminals Unique Users = different persons 1,072,000 1,042, , , , ,000 derstandard.at krone.at diepresse.com kurier.at kleinezeitung.at heute.at news.at 1:55 = time, user is exposed to ads 1:33 1:12 1:11 Time per Page Impression in min:sec 0:49 0:41 derstandard.at krone.at kurier.at diepresse.com heute.at kleinezeitung.at news.at 0:14 Reference: ÖWA Plus 2015-II, ÖWA 11/2015, single domains 13
14 Male Female A-Levels/High School graduate Higher education up to 1,500 1,500 thru 2,500 2,500 thru 3,500 3,500+ ABC1 up to 39 ABC1 up to 49 derstandard.at readership Gender Age Education completed Household income net Social class 60% 56% 50% 44% 50% 40% 37% 30% 20% 10% 10% 27% 22% 20% 12% 7% 26% 20% 14% 28% 28% 31% 3% 0% derstandard.at Total Reference: ÖWA Plus 2015-II readership structure in %; Total = Austrian Internet Users age
15 Reach in federal states Across the country, derstandard.at is popular among readers ÖWA Plus 2015-II Vienna Upper Austria Lower Austria Vorarlberg Tyrol Salzburg 25.6 Burgenland Styria Carinthia Reference: ÖWA Plus 2015-II; reach per federal state in % 15
16 derstandard.at mobile platforms Mobile access / month * text.derstandard.at mobil.derstandard.at iphone App ipad App Android App Desktop Version Total iphone ipad Android other OS Total PI Total UC Official ÖWA Statistics**: PI UC Visits of the desktop version of derstandard.at on mobile devices do not count as mobile usage in the Austrian Web Analysis (ÖWA). This accounts for the differences in Total PI and Total UC between the in-house data and the official ÖWA data. The remaining discrepancies result from technical measureing differences. * In-house measurement 11/2015, access to the according product via mobile device ** ÖWA 11/ Mobile measurement, ÖWA does not include all available mobile products 16
17 derstandard.at invites to linger 3,034,929 hours is the monthly total of time spent on our website. That makes derstandard.at Austria s #1 among newspapers concerning the length of stay online. 175,188 hours 198,378 hours 570,559 hours 732,040 hours 2,038,894 hours 3,034,929 hours * ÖWA 11/2015, single domains/month. Total length of stay = (Number of visits) x (average length of stay per visit). 17
18 Visibility guarantee Following the recommendation of the VOeZ (Austrian Newspaper Association) the ad visibility guarantee 60/1-30 applies to all ads on derstandard.at. An ad is considered delivered when at least 60% of its pixels are in view for at least one second. After 30 seconds the depicted ad may change. 18
19 Optimize your campaign Targeting, click and conversion optimizing help your campaign to achieve better advertising results. Pinpoint your online ads with targeting By placing your ad in a corresponding environment (e.g. concert tickets in arts & cultures) or by delivering it to your special target audience (e.g. LoHaS in Vienna) you offer the reader extra value and thus increase the relevance of your message. Self-learning Performance-Campaigns Reach your specific campaign goals by using our click or conversion optimization. First, we show your ad to all users. We then identify users who have clicked on your ad/bought your product. We target further campaigns to similar clickers or buyers. This should lead to an increase in your click or conversion rate. You receive a market research report for your brand and click/ order variable for further campaigns. 19
20 Native Advertising is characterized by paid ads that are cohesive with the page content and very well assimiliated into the design. It offers relevant content in an environment of interest to the reader. This way you create awareness for and involvement with your specific concern. Your advantage: Campaigns in high quality journalistic environments enjoy a higher perception, credibility and advertising acceptance, they will be better remembered and will finally lead to higher brand sympathy. Feature Promotion Promotion with user interaction Live Ticker 20
21 Successful advertising. Crossgenial. Sales Phone Fax anzeige@derstandard.at Classifieds: Career Phone Fax inserate@derstandard.at Classifieds: Real estate Phone Fax immo@derstandard.at
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